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Managing the tensions in marketer-influencer relationships

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  • McMullan, Kylie
  • Laurell, Christofer
  • Pitt, Leyland

Abstract

The use of influencers in marketing is not new. However, the advent of the internet and, more recently, various forms of social media have both accelerated the use of influencers in marketing and also democratized its use considerably. In this article, we explore the nature of influence and power. We describe a study directed at understanding the promises and perils of influencer marketing from both the firm- and influencer perspectives to identify three key tensions that exist for marketers in the management of influencer relationships. We outline and explain these tensions and the lessons that can be learned from them, and then illustrate the lessons with a series of positive and negative cases. We close by speculating on the further evolution of influencer marketing.

Suggested Citation

  • McMullan, Kylie & Laurell, Christofer & Pitt, Leyland, 2022. "Managing the tensions in marketer-influencer relationships," Business Horizons, Elsevier, vol. 65(5), pages 559-566.
    • Handle: RePEc:eee:bushor:v:65:y:2022:i:5:p:559-566
    DOI: 10.1016/j.bushor.2021.09.003
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    References listed on IDEAS

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    1. Uzunoğlu, Ebru & Misci Kip, Sema, 2014. "Brand communication through digital influencers: Leveraging blogger engagement," International Journal of Information Management, Elsevier, vol. 34(5), pages 592-602.
    2. Pitt, Leyland F. & Berthon, Pierre R. & Watson, Richard T. & Zinkhan, George M., 2002. "The Internet and the birth of real consumer power," Business Horizons, Elsevier, vol. 45(4), pages 7-14.
    3. Lin, Hsin-Chen & Bruning, Patrick F. & Swarna, Hepsi, 2018. "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, Elsevier, vol. 61(3), pages 431-442.
    4. Campbell, Colin & Farrell, Justine Rapp, 2020. "More than meets the eye: The functional components underlying influencer marketing," Business Horizons, Elsevier, vol. 63(4), pages 469-479.
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    Cited by:

    1. McMullan, Kylie, 2023. "A checklist for managers to enhance influencer partnerships and avoid potential pitfalls," Business Horizons, Elsevier, vol. 66(4), pages 443-452.

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